Strategies for Strengthening Business and Organizational Capacity for Microenterprises in the La Florida District of the Municipality of Pereira During the COVID-19 Pandemic

Introduction: Microenterprises for their ability to generate employment and income, contributing to the national and world productive apparatus, boosting economic activity. Organizations can make use of innovation as a key strategy that allows them to create a competitive advantage that guarantees sustainable growth, generate differentiation and creation of wealth, consequently, microenterprises must think of a strategy that specifies their objectives, action plans, how to allocate your resources to meet the objectives. The strategies produce effects on the functions and divisions of the company, and require that both external factors and internal factors facing the company be taken into account.

Objective: To propose alternatives to strengthen the organizational and commercial dynamics of microenterprises in the Township of La Florida in the Municipality of Pereira in the face of the challenges caused by the COVID-19 pandemic.

Materials and Methods: The BUNT methodology will be applied in two phases: In Phase 1, the identification of the microenterprises of the Florida Township will be carried out; In Phase 2, a diagnosis of the microenterprises is carried out, in order to obtain a general and specific analysis of the Microenterprise on the commercial and organizational aspects in which they are found.

Results: Organizationally, 11 (69%) do not use a function manual and commercially, 10 microenterprises do not use marketing strategies, corresponding to (62,5%).

Conclusions: In organizational aspects, there are few microcompanies that use function manuals and in marketing strategies, the nonuse of these marketing practices is commercially very significant.